Media Briefing: CEOs, Hollywood, Social Media Habits & More

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Welcome to our media & entertainment insights briefing,

In this monthly email, we will curate the most important insights from our team of industry, political and economic experts and deliver them right in your inbox. Consider it your one stop shop for the data you need to know about the media & entertainment industry.

We’ve got a lot to cover this month, ranging from voter opinions of President Donald Trump and California Gov. Gavin Newsom’s plans to help Hollywood to the differing social media usage of high-earning men and women. Up first, a look at yet another trend Gen Z is breaking: where they want to hear from CEOs. 

Read on for recent insights into these topics and more, or download our full reports for a deeper dive.

Gen Z wants to hear from CEOs more on social media & podcasts

A plurality of Americans think CEOs need to have a public persona. This belief is strongest-held among Democrats and high earners, who are also among the most likely to engage with (and trust) major news sources, according to previous Morning Consult research. 

As for where U.S. adults want to hear from business leaders, there is no strongly preferred channel: Roughly half said they would like to see CEOs “very” or “somewhat” often on all three news mediums we tested. That said, the story is different among Gen Z adults – the young cohort displayed the strongest overall desire to hear from the executive class with greater frequency, especially via social media and podcasts. Download our full report to see what Americans really think of CEOs, including a ranking of consumers’ favorite executives.

Few voters think tariffs alone would help the American film industry

If voters had to pick between President Trump and California Gov. Gavin Newsom’s plans to boost Hollywood, Newsom’s plan would win, though a good chunk of voters think both would work.

Our survey found that 37% of voters think Newsom’s idea, to create a $7.5 billion federal tax credit to incentivize companies to produce more films and movies inside the country, would be more effective, compared with 12% who said the same of Trump’s approach, a 100% tariff on all films produced outside of the United States. Along with roughly a quarter who are unsure, another 28% — including 42% of Republicans — said both would work equally well. Read more to see who voters think boosting the film industry would help the most.   

Early tech adopters are heavy social media users

Early technology adopters are an attractive consumer persona for any brand, not just those in the tech sector. Roughly one in three (30%) U.S. adults self-identify as early adopters, agreeing that they are “generally among the first to try a new technology product.” This group of savvy consumers are trend focused and driven to stay up to date, not just with their technology, but across all categories. 

Brands hoping to reach this cohort should throw their weight into social media campaigns, as early tech adopters use them quite heavily. In particular, they’re more likely to use X (formerly Twitter, +17 percentage points), Instagram, TikTok, Snapchat, Reddit and WhatsApp (all +14 percentage points). See the demographic profile and brands early tech adopters are more likely to consider buying from compared with the public here. 

Millennials embrace streaming platforms, especially Netflix

Many millennials remember an early childhood before the internet, but digital technology has been a presence for much of their lives. As such, they straddle a line between online and off. But when it comes to content consumption, they tend towards streaming over broadcast and cable channels. And as new streaming platforms like Apple TV+ and Peacock debut, they’re gaining momentum with the generation, though Netflix is still the most popular overall. Download our report, Millennials at 40, to see what brands need to know about this key consumer cohort as they approach middle age. 

The differing social media behaviors of high-earning men and women

High-earning men and women have a lot in common, but their underlying motivations differ. Men identify as more competitive, and that striving attitude is apparent in their social media usage. When asked about their main reasons for using social media, 33% of men in households earning over $250k said ”networking and business,” compared to 23% of women. On the other hand, 43% of high earning women said they use social media to find inspiration for things, versus 31% of men. Download our report to see The Behaviors, Attitudes and Favorite Brands of the Wealthiest Consumers, by gender and generation. 

Want more insights? Dive into additional analysis from our team of experts below.

• U.S. Consumer Confidence Tracker: Our daily Index of Consumer Sentiment (ICS) is a real-time indicator of the economic impact of major events, capturing consumers’ views regarding personal finances and business conditions.
• Meet the AI Super User: AI super users are not just completing tasks faster or finding information easier, they’re also ahead of their peers in many aspects of their lives. 
• Navigating the Trump Era: Corporate Engagement in 2025: What brands need to know about consumer demand for corporate engagement during Donald Trump's second presidency.